HARLEY DAVIDSON

The creation of a new Ride ‘N’ Dine feature for the Harley Davidson App, helping to get riders out on the road and have more adventures.
2024  •  3 month project  •   App Design   •   Prototyping
Final project outcome.
Overview & Role
To creation of a new feature and high-fidelity experience prototype for the HarleyDavidson (H-D) mobile app that allows riders to discover and recommend restaurants along great rides.
I joint led the project end to end with another senior product designer, reporting into the Innovation Director at Harley Davison.
The project objectives included:
Brief
  • Set up the Harley-Davidson Ride ‘n Dine Network which will be a network of great places to ride to and eat, all across America.
  • The feature to be based around the core Harley Davidson values of being bike friendly, unique, great food, fantastic service and great rides to get there.
  • Members will be incentivised through the app (using points) to visit as many restaurants as they can throughout the year. Riders will be encouraged to suggest and rate restaurants.
  • At the start, to keep the feature as simple to understand and operate as possible for launch, overtime developing and improving integration into the existing Harley Davidson app.
Planning board, including project timeline and user stories.
Design Development
Iteration 1
A focus on keeping the user journey for the feature as short and simple aspossible, reducing unnecessary steps to the flow.
Iteration 2
Incentivising users to engage with the app and other riders through earning points, winning awards and competing with other riders.
Iteration 3
Addition of a group ride feature, to encourage users to ride together and grow communities. Along with being able to find a location while already on a ride.
Final High-Fidelity Prototypes
Rider 01
Journey 01
  • Onboarding
  • Submits a restaurant
  • Views Ride N Dine profile
Scenario
Rider 1 discovers the new Ride N Dine feature for the first time when seeing the push notification on their home screen. He wants to learn more and so he delves further into the feature.
The user had recently visited a great restaurant, Tommy’s diner, on a previous ride and wants to recommend this diner to his friends and riders in the H-D app community.
Rider 02
Journey 02
  • First use of Ride N Dine
  • Select restaurant and route
  • Travel to restaurant
  • Check into restaurant
  • Review restaurant
Scenario
Rider 2 already knows about the Ride N Dine feature but wants to try it out for the first time.
He accesses the feature on the “Ride” page, selects a restaurant out of the options and starts the ride.
He then arrives at the destination and checks in. Later that day later he receives a notification reminding him to leave a review.
Rider 02
Journey 03
  • First use of group ride
  • Restaurant selected
  • Group Ride N Dine created
Scenario
Rider 2 wants to organise a group ride to meet more of the Harley Davidson community.
He accesses the feature on the “Ride” page by tapping on the “Ride n Dine” button in the secondary menu.
The user refines the group ride by selecting the number of riders they want to invite, a start point and set off time.
Rider 02
Journey 04
  • Ride N Dine feature activated mid journey
  • Restaurants provided are close to or on the current route
  • Restaurant stop added to the route
Scenario
Rider 2 is already on a ride and wants to find a restaurant that they can stop at along their planned route.
The Ride N Dine feature is accessible on the journey details sheet module, once selected several restaurant options are provided that are close to or on the current journey route, and have been reviewed by fellow riders. The user can then select the restaurant of preference and add to the journey.
Business Impact/Results
Created a new feature for the mobile app, increasing user engagement by encouraging more riders to go on rides and interact with other riders, directly impacting Harley Davidson's global audience of over 100,000 active users.
"Just wanted to reiterate - an absolute pleasure to work with the team."
Ed Herten, Director Business Innovation - Harley Davidson
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